Agent Provocateur

Set up predominantly as a high-end lingerie label, the first Agent Provocateur boutique was opened in Soho in 1994 by Vivienne Westwood’s son Joseph Corre, and his then wife Serena Rees. Today, there are over 30 stores around the world, including New York, Paris and Vienna. The label is famous for its controversial ad campaigns; their innuendo-laden 2001 commercial featuring Kylie Minogue was only allowed to be screened in cinemas. Agent Provocateur’s fragrance line has since expanded since the launch of its title fragrance in 2000, and now includes Eau Emotionnelle, Strip and Maitresse.